'Safe Whitening'
Y&R (Red Fuse Paris), Paris 2018
How do you convince Russian women that whitening their teeth isn't as dangerous as they think? With Colgate's Safe Whitening toothpaste and a fun Wes Anderson style video that shows what can happen when beauty goes wrong. Shot in Oslo with the wonderful director, Marie Kristiansen, this little film evolved Colgate into a more loving, relatable and engaging brand that really talks to women. Wrote, art directed, edited it. I wanted to be in it but client said I didn't look Russian enough.